Buyers make purchasing decisions based on a number of factors. Sellers must understand these factors in order to create reasons-to-believe (RTB) in their brand. RTB statements are short, concise, to-the-point statements that serve as a sound bite to the buyer. Trident gum’s “4 out of 5 dentists” is a simple example of an effective RTB. The use of reasons-to-believe can apply to any person, product, service, or business. Whether your are building your personal brand or your company’s, it’s your job to develop an RTB that resonates with your buyer.
How do you know what’s important to your buyer? Do you understand the process your buyer goes through on their journey to the cash register? By mapping your buyer’s journey, you will uncover these critical insights, that are necessary in creating your brand messaging which should include some RTBs. Current pain level, budget, ability to solve the problem, reputation of the seller, and the buyers emotional state are all key inputs into the buying decision.
The most effective RTBs are those created to align with a specific point on the buyers journey. As the buyer travels thought the 4 emotional phases of buying including, awareness, familiarity, confidence, and conviction, she will require different messaging to continue her buying journey. RTBs are most impactful when used in the confidence phase of buying. During the first two emotional phases, Marketing is working to establish conscious and subconscious brand recognition. Once awareness and familiarity are developed, a strategically positioned RTB can help establish confidence. Some examples of RTBs include:
- Ford F 150 – highest EPA-estimated fuel economy ratings of any full-size gasoline powered pick-up on the market
- Chevy Colorado – MotorTrend’s 2016 Truck of the Year
- QuickBooks – 4 million business run on QuickBooks
- Perdue – No-Antibiotics-Ever, and an all-vegetarian diet
- St. Jude Children’s Research Hospital– families never receive a bill for treatment, travel, housing or food
While some of these RTBs sound like nothing more than a simple statement, they in fact have been strategically developed to connect to a buying emotion. All were created to instill confidence and provide an emotional satisfier…a feel-good reaction. These companies are just a handful that have taken the time to study and understand what’s important to their buyer’s. They understand that we live in an information society where cutting through the noise is paramount to capturing the buyers attention. These direct, relevant soundbites provide buyers with an added reason-to-believe in a brand. Do you know what your brand’s RTBs are?